Our Creativity and Innovation Department is responsible for developing our creative and innovative solutions and elevating our visual identities across our Group and its brands. We do not build one identity and repeat it on every brand. We give each brand its own identity, aligned with its nature.
Creativity & Innovation
Through this department, we develop innovative ideas and visual and creative solutions for our group, our brands, and their clients. We explore new opportunities, develop innovative products and services, and improve our current operations. We encourage a culture of innovation, develop new ideas, and turn them into practical solutions that add real value to our brands and clients.
First: The scope of our work
Our scope includes originating our new ideas and initiatives, developing our designs and creative experiences, improving our products, services, and processes, building our visual identity, working on user experience and interfaces, and producing our creative content.
Second: Our responsibilities
Managing our design
We produce our designs in a way that serves the identity of each brand, not through a single visual template we repeat everywhere.
Building our visual identity
We build each brand's identity from its actual reality. A digital brand with no offices or physical products is not given an identity by the same logic as a brand with a physical presence.
Working on user experience
We design our digital interfaces to serve the actual user, not merely what looks attractive to us.
Producing our creative content
We turn the outputs of the Research and Knowledge Department into visual experiences and media assets ready for publication.
Third: How we work
We start every creative project with a clear brief that defines the objective and the audience. We then develop our initial concepts, present them to the requester before full execution, and execute only after the overall direction is approved, not before, so we avoid redoing an entire body of work later.
Fourth: Our relations within the Group
We produce the visual identity and design for each of our affiliated brands, and we turn the outputs of the Research and Knowledge Department into visual experiences and media assets ready for publication, in coordination with the Sales and Marketing Department on everything related to our campaigns and our digital presence.
Fifth: The limits of what we present on this page
We do not publish work in development here before it is formally approved by the requester. For our institutional standards, see the Governance and Sustainability pages.
